Consumer trends are steered by (unconscious) drivers, desires and wishes. Drivers, desires and wishes come about in reaction to the spirit of the time. The spirit of the time is defined by the matrix of tension within which we live.

The current period of ‘in-betweenness’ is continuing and is edging towards a tipping point. However, this only increases resistance, as well as tension. Old systems dig their heels in, blocking and frustrating access to renewal.

Current times are marked by movement and shifts, both literally and figuratively.The world is experiencing a period of cultural transience; a new era is evolving, with all the excitement this brings in its wake.